Hospitals receive a huge amount of patient feedback, but it does not automatically tell them how to improve services. University Hospitals Bristol NHS Foundation Trust (UH Bristol) received disappointing results in the 2014 National Cancer Patient Experience Survey and decided to take a radical, varied, and wide-reaching approach to understanding local patients’ experiences, as well as identifying the priorities for this patient population. This article outlines the extensive 18-month project undertaken by UH Bristol, which included work with independent patient-focused organisations, and describes the identified priority areas for improvement.